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Customer feedback increases power
Most people regularly consult companies’ customer reviews to obtain information on their services, and some of them also sift through them during their searches. It’s just normal for prospects to get an idea of who they are dealing with when looking for a real estate partner, given the financial stakes!
Customer reviews have therefore become a real driver for marketing growth for all companies, including your business. In fact, they are a magnet for sellers and buyers.
Customer reviews enhance your real estate know-how and expertise by conveying trustworthiness to prospects while distinguishing you from the competition. Key steps towards new mandates.
- 51% to stand out from the competition
- 52% to advertising expertise
- 56% +7% vs 2019 to increase the trust that prospective clients have
The impact of customer reviews:
- 97% find it an essential guarantee of transparency toward customers
- 96% think it creates an additional bond of trust between you and your customers
- 93% find it an effective business case
- 81% say it motivates them in their daily professional activities
![](https://nodalview-prod.imgix.net/assets/default/pexels-andrea-piacquadio-920382.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=853&ixlib=php-3.3.1&q=45&w=1280&s=19cc502665a25fb96db3abf74375ce6c 1280w, https://nodalview-prod.imgix.net/assets/default/pexels-andrea-piacquadio-920382.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1706&ixlib=php-3.3.1&q=61&w=2560&s=77efa0e865e8cbe7a358e91b60baa55b 2560w, https://nodalview-prod.imgix.net/assets/default/pexels-andrea-piacquadio-920382.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=682&ixlib=php-3.3.1&q=82&w=1024&s=54d08f7ae5f8ae051eb4ab9b0c3e11a6 1024w, https://nodalview-prod.imgix.net/assets/default/pexels-andrea-piacquadio-920382.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1365&ixlib=php-3.3.1&q=61&w=2048&s=bd491818a62de06ac8b2068e242ab6ef 2048w, https://nodalview-prod.imgix.net/assets/default/pexels-andrea-piacquadio-920382.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=512&ixlib=php-3.3.1&q=60&w=768&s=cfcd82b960c2d1b544d718b517b22f09 768w, https://nodalview-prod.imgix.net/assets/default/pexels-andrea-piacquadio-920382.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1024&ixlib=php-3.3.1&q=45&w=1536&s=d38a8155182d6af148c42455bb6d8a03 1536w, https://nodalview-prod.imgix.net/assets/default/pexels-andrea-piacquadio-920382.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=426&ixlib=php-3.3.1&q=60&w=640&s=085deb55de6e6c8f1679a29d8c95ea6e 640w, https://nodalview-prod.imgix.net/assets/default/pexels-andrea-piacquadio-920382.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=378&ixlib=php-3.3.1&q=60&w=568&s=5b353bf8ca34b4c5e965744adf82c7eb 568w, https://nodalview-prod.imgix.net/assets/default/pexels-andrea-piacquadio-920382.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=757&ixlib=php-3.3.1&q=45&w=1136&s=0c9b6435ed207500311c3a0f20b83e29 1136w, https://nodalview-prod.imgix.net/assets/default/pexels-andrea-piacquadio-920382.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=250&ixlib=php-3.3.1&q=60&w=375&s=166aab3030b805b4d0b42c8159e33252 375w, https://nodalview-prod.imgix.net/assets/default/pexels-andrea-piacquadio-920382.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=500&ixlib=php-3.3.1&q=45&w=750&s=b3bbc84e82476f5faa7a2d6982359c85 750w)
Digital word-of-mouth boosts mandates
A seller is, first and foremost, a consumer. They want to ensure that you are the best choice to sell their property quickly and at the desired price. And how do they do it? They carry out research to confirm that they have made the best choice.
Top 3 ways to make a decision
- The Internet: social networks, the company’s website
- Word of mouth (family, friends, experts)
- Customer reviews posted online on Google and specialized platforms such as Se Loger or Meilleur Agents (French Real Estate portal)
![](https://nodalview-prod.imgix.net/assets/default/pexels-marek-levak-2265488.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=853&ixlib=php-3.3.1&q=45&w=1280&s=a8230904e2ccabd18985a939382fda4a 1280w, https://nodalview-prod.imgix.net/assets/default/pexels-marek-levak-2265488.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1706&ixlib=php-3.3.1&q=61&w=2560&s=4af770144e23865c90ad044c93e726e9 2560w, https://nodalview-prod.imgix.net/assets/default/pexels-marek-levak-2265488.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=682&ixlib=php-3.3.1&q=82&w=1024&s=8369e38dd42acd03dabffd6cf7fa0a77 1024w, https://nodalview-prod.imgix.net/assets/default/pexels-marek-levak-2265488.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1365&ixlib=php-3.3.1&q=61&w=2048&s=7832d09fad5d6b59f5b4111b43af9e5d 2048w, https://nodalview-prod.imgix.net/assets/default/pexels-marek-levak-2265488.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=512&ixlib=php-3.3.1&q=60&w=768&s=dbcccfee68f82f4264b2c5fbaa62f942 768w, https://nodalview-prod.imgix.net/assets/default/pexels-marek-levak-2265488.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1024&ixlib=php-3.3.1&q=45&w=1536&s=300790b1acc5215aabe2cb4736d5fa33 1536w, https://nodalview-prod.imgix.net/assets/default/pexels-marek-levak-2265488.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=426&ixlib=php-3.3.1&q=60&w=640&s=0776f0260b9e1d47f568e10014e1a28a 640w, https://nodalview-prod.imgix.net/assets/default/pexels-marek-levak-2265488.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=378&ixlib=php-3.3.1&q=60&w=568&s=5f28e9965b4904d9ba85750b05ab7fa3 568w, https://nodalview-prod.imgix.net/assets/default/pexels-marek-levak-2265488.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=757&ixlib=php-3.3.1&q=45&w=1136&s=712a6a0642f018a0a2e5d8ad67f3bc5e 1136w, https://nodalview-prod.imgix.net/assets/default/pexels-marek-levak-2265488.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=250&ixlib=php-3.3.1&q=60&w=375&s=726dcd40bc40ffb8a4de623b7abb7961 375w, https://nodalview-prod.imgix.net/assets/default/pexels-marek-levak-2265488.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=500&ixlib=php-3.3.1&q=45&w=750&s=d76b097f446370f09b8d5dc24e1866a1 750w)
You suspected it, but now it’s confirmed. Customer reviews are the holy grail for any consumer! A person shares their experience as a customer during a real estate sale. They give a score, state their opinion, and express satisfaction or dissatisfaction with your professionalism, the quality of services (estimation, visit report, etc.), availability, follow-up, etc.
Here, expression is free, without filters or management. This is real life. Their testimony is credible. Take the prospect’s side in search of the right real estate partner: and save time! The influence of this transfer of information from one client to another is more important than advertising and boosts mandates.
Undoubtedly, customer testimonies are nothing less than digital word of mouth. Previously, we used to express our opinions over a coffee, or we would ask the pharmacist what they thought of the estate agent around the corner. Today, we share this information with as many people as possible and on any medium: google pages, google reviews, real estate platforms, or even social networks.
The double effect of customer feedback: reassure the customer and increase your visibility
66% of individuals prefer to choose an agency with customer reviews rather than one without any. And 70% of them trust customer reviews in the real estate industry. These are figures that increase year on year, meaning this is a fundamental trend that you should not miss. A study on the perception & attitude towards customer reviews carried out with three targets: a representative sample of French people aged 25 to 75 who have used the services of a real estate agent in the last 5 years, a sample of 1108 customers of Opinion System members, a sample of 285 real estate professionals, Opinion System members (Ifop-Opinion system, 2020).
For 1 out of 2 individuals, the absence of customer reviews for an agency is simply not reassuring (Ifop-Opinion system, 2020).
Customers need hard evidence to find their bearings. Viewing the latest published reviews lets them form a first opinion on the agency’s seriousness.
And the good news, they trust agencies with many reviews, even if the overall score is not the highest possible. For Romain Cartier, “100% positive reviews do not exist. Negative opinions are not the end of the world. It happens to the best!” (Isn’t that so, Romain?!) In fact, negative ratings make the prospect more secure… provided that they have a majority of positive opinions.
2 rules to keep in mind:
- No customer reviews: your phone and email will remain silent, and customers will not cross the threshold of your agency.
- Many customer reviews: many customers have already put their trust in you! Evidence by example.
Customers and prospects hunt you down
The positive scores posted online are good. But some go further to find out more. 50% of prospects compare reputations (Ifop-Opinion system, 2020) to ensure the information on other sites is true. In journalistic or police language, this is called “cross-referencing information”. So they’re real detectives, actually. It must be said that fake customer reviews on the web are common.
![](https://nodalview-prod.imgix.net/assets/default/pexels-fauxels-3184465.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=853&ixlib=php-3.3.1&q=45&w=1280&s=9c9b2dba763575c6dfe9f4f5968a18d4 1280w, https://nodalview-prod.imgix.net/assets/default/pexels-fauxels-3184465.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1706&ixlib=php-3.3.1&q=61&w=2560&s=f7ad708fff8338349fc9b52cc3d27e3f 2560w, https://nodalview-prod.imgix.net/assets/default/pexels-fauxels-3184465.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=682&ixlib=php-3.3.1&q=82&w=1024&s=b08963974c68e1ffd64319d6dfb14f5a 1024w, https://nodalview-prod.imgix.net/assets/default/pexels-fauxels-3184465.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1365&ixlib=php-3.3.1&q=61&w=2048&s=a23ee7a5426e76090f9b05e67b0676eb 2048w, https://nodalview-prod.imgix.net/assets/default/pexels-fauxels-3184465.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=512&ixlib=php-3.3.1&q=60&w=768&s=1189a91b2498087e4826273242db37dd 768w, https://nodalview-prod.imgix.net/assets/default/pexels-fauxels-3184465.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1024&ixlib=php-3.3.1&q=45&w=1536&s=4ba815eedbcc809990e420997e845ae4 1536w, https://nodalview-prod.imgix.net/assets/default/pexels-fauxels-3184465.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=426&ixlib=php-3.3.1&q=60&w=640&s=d69a5f5f8d80462cbc8a2361954d6368 640w, https://nodalview-prod.imgix.net/assets/default/pexels-fauxels-3184465.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=378&ixlib=php-3.3.1&q=60&w=568&s=ee52522fa014553b81a2220905be85f9 568w, https://nodalview-prod.imgix.net/assets/default/pexels-fauxels-3184465.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=757&ixlib=php-3.3.1&q=45&w=1136&s=5f22da999b1b76b18334b79ab84c4faf 1136w, https://nodalview-prod.imgix.net/assets/default/pexels-fauxels-3184465.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=250&ixlib=php-3.3.1&q=60&w=375&s=3a9276e45654b21d399b29224e419759 375w, https://nodalview-prod.imgix.net/assets/default/pexels-fauxels-3184465.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=500&ixlib=php-3.3.1&q=45&w=750&s=96f83700a15eda2c6176bf53773d6320 750w)
To make sure you have top customer reviews, it is important to do a few things First of all, be aware of the consistency of reviews on the different platforms you are on (Google My Business, social networks, etc.). Secondly, make sure that the average score is about the same on all the platforms. Then, you must always respond to the opinions by identifying yourself: be courteous and professional during the conversation. Respond to negative reviews by trying to understand what has been misperceived to remedy it. According to a study by Reevo, the conversion rate increases by 67% when the company responds to a negative comment. Finally, you need to have a large review volume (10 on average), unless you are new, of course.
Why verify reviews? This is all about further boosting the trust of Internet users still worried about false reviews.
The 3 milestones of trust - What three things contribute most to you relying on real estate customer reviews (Ifop-Opinion system, 2020)?
- 38% – reviews being collected by an independent body
- 40% – reviews being checked and verified by a certifying body
- 50% – the presence of neutral or negative opinions and not only positive ones
Your clients are your ambassadors: take action
You can quickly and easily build good habits to collect reviews. We agree that this will take a little time and energy initially. But the time spent will quickly pay off.
Let your customer know that their opinion is important and you need their help. Ask them for a personalised review or testimonial at the end of the sale. By then, they will have been able to verify the effectiveness of your actions from start to finish. This is a good way to add value but also to show the customer that you are listening to their remarks.
Note: Drafting a text is not easy for everyone. What if you designed a quick questionnaire to score the estimation, the support, and the technical and legal expertise? On some platforms, you can collect reviews that comply with industry standards and easily respond to them.
Put them front and center on your site and on social networks, and add images. You can present them on your site, on a dedicated page, without forgetting the overall rating. On Facebook, Linkedin and Instagram, select and present the best customer reviews, as this is a particularly powerful recommendation. Facilitating and communicating customer reviews inevitably attracts prospects and encourages other customers to post their comments.
- Your best ambassador is the seller or buyer who leaves a review. They become a tester for others.
- This content is golden. So, optimize your visibility and not just your digital presence. Distribute these reviews via all your traditional media: flyers, local newspapers, and window displays.
Customer reviews can be collected directly in person, by email, text messages, telephone reminders, etc. You know your customers a little bit. Adapt your communication channel to each customer’s mode of operation!
Obtaining mandates while sellers are waiting and researching, while competition between professionals is exacerbated, is far from easy. Customer testimonials will provide a real audience for your narrative and give your business a headstart. The best to the worst; share them all!
To sum up
WHY ARE COSTUMERS REVIEWS IMPORTANT?
If you don't have consumer reviews, more than 6 out of 10 French people* will not contact you. Today, they play a determining role in the decision to choose a real estate agency for buyers and sellers. And you will have understood, customer reviews impact your turnover...
WHAT ARE THE 4 WAYS TO BE AT THE TOP?
- Be vigilant on the consistency of reviews between the different platforms you are on (Google My Business, professional social networks, digital showcase, etc.).
- Make sure the average score is about the same on the platforms.
- Always respond to reviews by identifying yourself: be courteous and professional. Respond to negative reviews by trying to understand what has been misperceived to remedy it. According to a study by Reevo, the conversion rate increases by 67% when the company responds to a negative comment.
- Make sure you have a large review volume… unless you are new, of course.
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